Young Professionals:the group you don’t realize you’re missing

Amy MatherTechnology Librarian, Omaha Public Library

Manya ShorrBranch Manager, Omaha Public Library

What is a young professional?

Omaha Demographics

http://www.selectgreateromaha.com/Omaha/media/docs/Publications/Greater%20Omaha%20Demographic%20Profile.pdf

PEOPLE ARE MARRYING LATER IN LIFE.

MARRIAGE RATES FOR PEOPLE OF COLOR

MOTHER’S AGE WITH FIRST CHILD

18% OF 18-29 YEAR OLD ATTEND A RELIGIOUS SERVICE EVERY WEEK.

MEMBERSHIP IN COMMUNITY GROUPS HAS DECLINED BY MORE THAN ONE-FOURTH SINCE THE 1970S.

Twenge, Jean. Generation Me. New York: Free Press, 2006. pg. 24.

WHERE DO YOUNG ADULTS FIND COMMUNITY?

YOU SERVE KIDS, YOU SERVE TEENAGERS

AND YOU SERVE SENIORS.

DO YOU SERVE ADULTS?

NEARLY 1 IN 5 ADULTS NEVER HAVE CHILDREN.*

THEY ARE YOUR NEW UNDERSERVED POPULATION.

*http://www.roanoke.com/extra/wb/58164

Why don’t most of them use the library?

Would you use the library if you didn’t work there?

There are many reasons

• They buy their material. • All library programming is for kids or

seniors.• They have no idea that we have resources

that they might like.• The library has no value in their lives.

What can you do?

Find the sweet spot!

How do you find them?

How we do it:

• Email blast. Are you still asking people to opt-in? Stop it!• Facebook and Twitter. Yep, they work.• Time and a little $.• Word of mouth/personal connections/staying involved with the

community. Involve yourself with local groups. • Direct mail solicitations. Be bold and ask.• Local media. If you plan a quirky and odd event, they will want to

cover it.• High turn-out numbers are great but don’t mean much. Slow and

steady.• One-night liquor license!

Most importantly,

You.

Must.

Try.